Thinkbox announces major new Payback study with Ebiquity

 

London, 9 August 2011: Thinkbox today announced that it has commissioned Ebiquity, the media and marketing insights business, to undertake a major new Payback study to examine the return on investment (ROI) of advertising.

In Payback 3 Ebiquity will conduct an independent review of Thinkbox’s two previous Payback studies and expand on them using their econometrics database of over 3,000 models across 9 marketing categories; this will include analysing brand equity, sales return and ROI for brands advertising through the recession.

The study will also examine the different roles that TV advertising plays in the marketing mix and in different markets; explore the relationship between advertising creativity, engagement and business success; and provide advice for planners on optimising the effectiveness of TV campaigns.

Neil Mortensen, Research and Planning Director at Thinkbox: “Payback studies are a part of Thinkbox’s DNA. Nothing is more important than understanding advertising effectiveness and I’m looking forward to working with Ebiquity to build on our two previous payback studies.”

Andrew Challier, Effectiveness Practice Leader at Ebiquity: “Ebiquity’s experience in this area means we have a tremendous understanding of how different media channels affect sales built up over many years. Payback 3 is an opportunity for us to enhance further our understanding and that of the industry as a whole.”

Thinkbox’s previous Payback studies, produced for Thinkbox by PricewaterhouseCoopers, showed that TV advertising pays back 4.5 times its advertising investment – more than any other medium – and for a longer period of time. They also showed that TV advertising is the main driver of brand value; that the highest brand values are strongly correlated with above average use of TV in the communications mix; and that cutting TV advertising budgets relative to your competition is very likely to shrink ‘brand value’ - the willingness of consumers to pay a relative premium for a specific brand.

The findings from Payback 3 will be published later this year.

-ends-

Press contact:
Simon Tunstill | Head of PR, Thinkbox | simon.tunstill@thinkbox.tv | 020 7630 2326

About Thinkbox

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. Its shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV who represent over 90 per cent of commercial TV advertising revenue through their owned and partner TV channels. Thinkbox works with the marketing community with a single ambition: to help advertisers get the best out of today's TV.

TV today has more to offer advertisers than ever before, not least because this growing medium remains at the heart of popular culture and advertising effectiveness. From understanding how audiences engage with TV advertising, explaining innovative and affordable solutions, to providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help customers meet their marketing objectives.

About Ebiquity

Ebiquity provides independent data-driven insights to the global media and marketing community to continuously improve our clients' business performance.

We provide an unrivalled combination of data, systems and insights to help our clients continuously improve their efficiency and effectiveness.  This is possible because we capture, organise and analyse vast amounts of data across our specialist areas, we are truly independent from the transaction process, and we have highly skilled teams of experts in their markets.

We currently work with over 1,000 clients in 60 markets worldwide, including 85 of the top 100 global advertisers, all the major advertising agency groups, and a number of other businesses.

Ebiquity employs over 650 people across the world. We have 21 offices in 14 countries and work with carefully selected partners elsewhere to create a truly global network.  Our head office is in London where we are listed on the London Stock Exchange's AIM market.

For more information visit www.ebiquity.com

 

follow us on Twitterconnect to us on LinkedInclick here for Thinkbox blog

Associated Content

  • Press Office
    Here you’ll find all our press releases, some articles where other people have written about us, aggregated news from the TV companies and a handy, daily, industry round-up of TV advertising stories appearing in the media.

Have you seen this?

  • 3D TV: your guide to this next generation technology
    With the arrival of Europe’s first 3D channel in UK homes, and people starting to enjoy a new immersive viewing experience, we take a roundup of who’s doing what in the world of 3D TV and look at how advertisers can engage with it at the moment.
  • Case Studies on Film
    Over the past few years we've been out and about with cameras and lights, filming award-winning brand stories from the IPA Effectiveness Awards, the Thinkbox TV planning Awards and elsewhere. These bite-size documentaries are a rare chance to hear from some of the advertisers and agencies responsible for these inspiring and effective campaigns. Recent additions to our ‘case studies on film' gallery include Audi, PG Tips, Tesco, Orange and Tobacco Control. Here are some quick links for you; they’re well worth a look.
  • The FTSE's bright, the FTSE's Orange
    This film, with Robin Wight, President of Engine and Laurence Green, Chairman of Fallon, tells the story of the transformation of fledgling 'Hutchison Microtel' into the multinational success story that is Orange today, creating a whole new style of advertising along the way. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards: these are brilliant campaigns that still have much to teach us about planning effective communications today. If you want to find out more about the power of emotional advertising, great brand building or the direct effect advertising can have on shareholder value, then this is a must see.
  • PG Tips - How The Chimps kept PG Tips brand leader through 35 Years of Intense competition
    This film looks at PG Tips marketing communications from its launch to the present day and features contributions from Paul Feldwick, Consultant; Nigel Jones, UK Group Chairman and Chief Executive, Publicis: Les Binet, European Director, DDB Matrix and Dylan Williams, Partner & Head of Strategy, Mother, amongst others. It explores DDB’s Grand Prix winning paper from the 1990 IPA Effectiveness Awards; which has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. The brand’s enduring success story is bought up to date by Mother, who tell us about the thinking behind their current Al & Monkey campaign. If you want to find out more about added value; brand resilience; commanding a price premium; the value of consistency in both share of voice and creativity, then this film is well worth a look. And of course, it’s packed with classic ads too.
  • Audi - Firing up the Quattro: how Audi accelerated into the 21st century
    This film tells the story of Audi's advertising from 1981 – when Audi became the first piece of business that BBH won – to 2007, a period in which an overhauled communications strategy delivered a payback of £7.50 for every £1 spent alongside creating the UK's fastest growing prestige car brand. Contributors on film include Peter Duffy, Head of Marketing, Audi UK, Sir John Hegarty, Worldwide Creative Director, BBH and Fiona Walford, Director, Mediacom. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. If you work in the automotive sector, or would just like to explore the link between continuity, creativity and effectiveness, then this is well worth a look. "Vorsprung durch Technik", as they say in Germany.
  • The link between creativity and effectiveness
    This research, commissioned by Thinkbox and the IPA, and undertaken by independent marketing consultant Peter Field, analysed the correlation between campaigns' performance across a wide range of the worlds' most respected creative awards determined by The Gunn Report, and their performance in hard business terms recorded in the IPA Effectiveness Awards Databank. Updated in 2011, the analysis now covers 435 campaigns over a sixteen year period between 1994 and 2010. It reveals a direct correlation between strong advertising creativity and business success, and that high levels of creativity make advertising campaigns some 12 times more efficient at increasing a brand’s market share. Here you can find out about the project’s background, read the management summary and download the IPA’s full report.
  • The Thinkbox Guide to Product Placement
    Product placement has been on our screens for some years, appearing within acquired programming from overseas or as legitimate prop provision. Since February 2011, British films, TV series, entertainment shows and sports programmes made for UK audiences have also been able to contain product placement as long as they comply with Ofcom’s rules. Here you can find out more about this new TV opportunity, including an overview of what you can and can’t do with it.
  • Getting your hands dirty with Morrisons
    This Grand Prix award-winning case study on film, from the 2009 IPA Effectiveness Awards, shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. The 'Let's Grow' campaign was a voucher redemption scheme, providing schools with gardening equipment and seeds, and encouraging both teachers and children to enjoy growing their own food. Communications included a partnership programme with schools and then a national campaign to consumers, featuring TV, print and DM among others. In its first year, 85% of primary schools registered, 39 million vouchers have been redeemed and Let's Grow has generated payback of £21.57 per every £1 spent.
  • Argos launches series of ads tailored to ITV content
    Argos and ITV have come up with a clever piece of ad innovation to launch the Argos catalogue. It involves contextual ads across a range of ITV programming and a competition spot in Emmerdale that references the broadcast content. This was all part of a campaign designed by media agency Mindshare to encourage people to interact with the catalogue and is the first time ITV has ever made soap scripts available ahead of time for a brand. You can read more about it, see how the ad looked in the Emmerdale break and view the other contextual ads here.
  • Nickable Quotes
    We’ve just given our Nickable Quotes page a complete overhaul. This section is a treasure trove of brilliant things said by brilliant people from our industry with lots of new material and an updated search function. You can jump to a category by using the drop down menu, select quotes from a particular industry legend, pop a key word into the search box or simply have a poke around at your leisure.
  • Submit a Case Study
    The case studies section of the Thinkbox website is one of our most visited and valued online resources. There’s lots of good stuff there, but you can’t have too much of a good thing. So, if you’ve worked on an inspiring or effective campaign that you’d like to see featured, we’d love to hear from you. Here you can get the low down on the information you need to provide, how we would go about researching and writing up your case study, and also who to talk to about making it happen.
  • HSBC - How a brand idea helped create the world’s strongest financial brand
    This film tells the story of HSBC’s ‘The world’s local bank’ and how a powerful brand idea helped the bank establish a strong global identity, generating an estimated incremental growth of $69.87 billion worldwide between 2002 and 2008. Based on an award winning paper from 2010 IPA Effectiveness awards, it includes contributions on film from Chris Clark, Global Head of Marketing HSBC, Ian MacDonald, Head of Brand and Advertising, HSBC, Axel Chaldecott, Global Creative Director at JWT and Ben Brown, Global Account Director at Mindshare Worldwide. If you work in the financial sector or would just like to find out more about successful Global advertising campaigns then this is well worth a look.